소개글
소비자가 명품을 소비하는 이유를 가치체계도를 통해 분석한 보고서입니다. 영문으로 작성되어 있습니다.
목차
1. Introduction
2. Previous Researches
3. Preparing Survey
1) Objects of the survey
2) Subjects of the survey
4. Methodology
1) Conducting the survey
2) Data collection
5. Research results and discussions
1) Analysis for female respondents
2) Analysis for male respondents
3) Hierarchical value map
6. Conclusion
1) Conclusion for the survey
2) Limitations of the survey
3) Future researches
본문내용
1. Introduction
What is luxury? We found a definition of the luxury with the 4 characteristics as consistency, differentiation, value-centered, and scarcity. With these 4 characteristics and the refer from the department store and the duty free shop, we decided the boundary of the luxury goods on the survey as Armani, Balenciaga, Balmain, Bottega Veneta, Bulgari, Burberry, Cartier, Chanel, Christian Dior, Coach, DAKS, Dolce & Gabbana, Fendi, Givenchy, Goyard, Gucci, Jo Malone, Louis Quatorze, Louis Vuitton, Miu Miu, Montblanc, Omega, Prada, Rolex, Swarovski, Tiffany & Co.
Nowadays when we are on the street, we can see many people with their luxury goods such as bags, cosmetics, watches, shoes, accessories, etc. There’s a nickname of Louis Vuitton bag, ‘3 seconds bag’, which means that we can see somebody with the Louis Vuitton bag in every 3 seconds. As the purchasing power of the middle class and the younger generation increased, the numbers of relatively cheaper product lines, called second brand, are continuously increasing.
참고 자료
신혜나 외 2명 (2011), The elements of Luxury Brand and the determination of Luxury Preference, Journal of Commodity Science and Technology 29, pg. 2.
배준환 (2005), A study on influence factor about purchase behavior of luxury product, pg. 12 – 17.
Russell C. G. (2004), Food Quality and Preference – A comparison of paper-and-pencil and computerized methods of hard-laddering, 15, pg. 279 – 291.
MS 워드 
